The verdict in three sentences
A luxury real estate agency in Nairobi that asks for quotes without a specification receives proposals from USD 1,500 to 15,000 that cannot be compared (2026 ballpark). With a precise requirements document, the spread usually narrows to around USD 4,000 to 9,000, and every line becomes checkable: listings feed, CRM, languages, migration. This guide gives you the checklist to write, a "vague brief vs precise brief" table and a scoring grid to choose between three quotes.
What should the requirements document contain?
Write it in 4 to 6 hours, before contacting any agency. Each section below is a line that providers will have to price separately.
| Section | What to write | Nairobi example |
|---|---|---|
| Goals and audiences | 2 or 3 measurable goals, priority audiences | Diaspora buyers, expatriate tenants, developers' off-plan projects |
| Pages and templates | Page list and template types | Home, neighbourhoods (Karen, Runda, Lavington, Kileleshwa, Westlands), property page, new development, team, contact |
| Content | Who writes, who approves, who signs off compliance | Copy by the web agency, approval by the director, listing review by the compliance lead |
| Languages | Languages and scope | English; Swahili optional (Premium tier, languages set in the quote) |
| Integrations | One line per integration | Listings feed from the CRM or a portal, CRM, viewing appointments, each priced separately |
| Accessibility | Explicit target | WCAG 2.2 AA: contrast, alt text, keyboard navigation |
| Personal data | Allowed fields, lawful basis, retention | Minimal forms, aligned with the Data Protection Act 2019 |
| Hosting and domain | Account owner | Domain and hosting in the agency's name, never the provider's |
| SEO migration | If a site exists | URL inventory, 301 redirect map, 6 weeks of Search Console checks |
| Acceptance | Acceptance criteria | Mobile score, forms tested, feed synced, 0 broken links |
| Timeline and budget | Target date and range | Go-live in 8 weeks, budget USD 4,000 to 9,000 excluding feed |
Two industry points deserve their own line. Estate agents in Kenya fall under the Estate Agents Act and the Estate Agents Registration Board: state where registration details appear and who checks them. Listings must also be fair (floor areas, property status, price or "price on request"): listing approval is a process step, not a detail. The Data Protection Act 2019 and the Office of the Data Protection Commissioner (ODPC) govern contact and viewing forms. This is not legal advice.
How does a precise brief change the quotes?
Prudent USD ranges, drawn from typical quotes by Nairobi agencies and freelancers (approximate conversion at KES 129 to USD 1).
| Item | Vague brief | Precise brief | Effect on quotes |
|---|---|---|---|
| Pages | "A beautiful site" | 14 pages, 4 templates | Spread narrows from USD 1,500 to 15,000 to USD 4,000 to 9,000 |
| Listings | "Show our properties" | CRM feed, 60 properties, daily sync | The feed appears as a separate line, on quote |
| Languages | "Maybe Swahili" | English, Swahili on 6 key pages | Translation cost becomes priceable |
| Photos and video | Not mentioned | Third-party cost, photographer chosen by the agency | No hidden photo package in the price |
| Migration | Not mentioned | 85 URLs, 301 map supplied by the provider | Avoids losing neighbourhood pages |
| Ownership | Not mentioned | Domain, hosting and code in the client's name | Avoids a transfer fee later |
| Support | "Some help" | 3 months, 1 business day response time | Offers become comparable |
In Nairobi, typical quotes run from KES 100,000 to 350,000 with a freelancer (about USD 780 to 2,700) and KES 400,000 to 1,500,000 with an agency (about USD 3,100 to 11,600), often excluding feed and photography.
How do you score three quotes?
Score each quote from 1 to 5 per criterion, multiply by the weight, add up. Example with three fictional quotes:
| Criterion | Weight | Quote A | Quote B | Quote C |
|---|---|---|---|---|
| Coverage of the requirements | 30% | 4 | 5 | 3 |
| Migration and SEO | 20% | 3 | 4 | 2 |
| Timeline | 15% | 3 | 2 | 5 |
| Price clarity (separate lines) | 15% | 4 | 3 | 5 |
| Ownership and hosting | 10% | 5 | 4 | 3 |
| Support | 10% | 3 | 4 | 2 |
| Weighted score out of 5 | 100% | 3.65 | 3.85 | 3.30 |
Quote C is the fastest and clearest, but it neglects migration: with 85 indexed URLs, that is a real risk. Quote B wins despite a longer timeline.
How does the Kolonell grid map to this checklist?
Kolonell publishes fixed prices: Starter USD 2,900 (short site, up to 5 pages), Growth USD 4,900 (neighbourhood and property templates, blog, analytics) and Premium USD 8,900 (the multilingual tier, languages set in the quote, deeper SEO). Every tier includes a project manager reachable in your time zone, native English copywriting, delivery in 3 to 4 weeks once content is ready and 3 months of support. Always on quote: the listings feed (CRM or portal), the CRM, appointment booking and any custom application. Photography, video and floor plans are third-party costs. For reference, Kolonell built the website of Orven Properties (orvenproperties.com), a real estate agency in Dubai. Details on the international offer.
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
*Illustrative example.* Wanjiru, director of Amani Estates, a high-end agency in Westlands, handles 60 properties between Runda and Kileleshwa. First round of quotes without a specification: USD 1,800, 6,500 and 14,000, impossible to compare.
After 5 hours of writing, she gets three readable quotes and picks the Growth tier:
- Kolonell Growth: USD 4,900.
- Listings feed from her CRM: on quote, separate line.
- Photographer for 12 flagship properties (third-party cost, assumption): 12 x KES 15,000 = KES 180,000, about USD 1,400.
Budget excluding the feed: 4,900 + 1,400 = USD 6,300, inside the USD 4,000 to 9,000 range set in her requirements, with no promise of extra sales or mandates.
FAQ
How long does the requirements document take to write?
Allow 4 to 6 hours for an agency of 5 to 15 people. That time avoids quotes that differ by a factor of 10.
Should the listings feed be priced separately?
Yes, always, whether it comes from a CRM or a portal. At Kolonell it is on quote on top of the USD 4,900 Growth tier.
Do we need a Swahili site?
Not necessarily; many agencies start in English. If you also target Swahili speakers, the Premium tier at USD 8,900 covers multilingual sites, languages set in the quote.
What data can a viewing form ask for?
The minimum: name, phone or email, property, time slot. No ID documents in an open form, in line with the spirit of the Data Protection Act 2019.
How many quotes should we request?
Three quotes are enough, scored on 6 weighted criteria. A gap of more than 0.5 points out of 5 usually settles it.
Let's scope your project. Send us your Nairobi luxury real estate agency requirements: we price them line by line, from USD 4,900, delivered in 3 to 4 weeks once content is ready. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
